Nano Confusion Risks Ill-Informed Consumer Backlash – Research

With the current low-level of consumer familiarity, the proposed labelling introduction to nanotechnology could be a tough consumer pill to swallow – bringing with it a real danger of misinformation or malformed messaging, which could result in media-fuelled scare stories.

Oct 7 2010 --- An overwhelming 90% of the UK population is confused or concerned about whether or not they would purchase food containing man-made nanoparticles, according to new research.

The national survey, carried out by BMRB on behalf of business communications consultancy College Hill, has revealed that 38 per cent of householders would be unlikely to purchase such nanoparticle-containing foods, with a further 52 per cent remaining unsure about the advantages or risks.

The research precedes two important nano developments in the food industry: the emergence of a new class of nanostructure created from natural food ingredients*; and the upcoming Novel Foods Regulation EC 258/97. The latter could result in the mandatory pan-EU labelling of all ingredients present in the form of nano-materials, highlighting their presence with the word ‘nano’ in brackets following the ingredient listing.

Chris Woodcock, managing partner at College Hill and food and drink market specialist, comments: “This degree of confusion and lack of knowledge among consumers, so close to some important new obligatory transparency on nanotechnology in the food industry, is worrying and needs to be addressed. The food industry needs to educate and inform, so we avoid the major risk of partial understanding clouding consumer judgements.”

According to Woodcock, with the current low-level of consumer familiarity, the proposed labelling introduction to nanotechnology could be a tough consumer pill to swallow – bringing with it a real danger of misinformation or malformed messaging, which could result in media-fuelled scare stories.

“Whilst still in its infancy, food nanotechnology is an exciting science which has the potential to offer numerous benefits to the food and drink industry. Nanoencapsulation, for example, offers the potential to produce functional foods with small (nanometre length) capsules containing ingredients that are otherwise difficult to incorporate into a mixture. For example, oil droplets containing nano-sized water particles can be used to reduce the fat content of foods such as mayonnaise, cream and chocolate while retaining good sensory properties.”

The research has also revealed that, even when offered a choice of options, less than half (44 per cent) of UK consumers were able to accurately define the meaning of nanotechnology as ‘a technology that involves using very small particles’.

But it is not just consumers grappling with understanding nanotechnology and its potential benefits for the food & drink industry. Working with nanotechnology specialist, BREC Solutions, College Hill has also produced an electronic 14 page ‘Introduction to food and drink nanotechnology’ pdf to help non-technical specialists in the industry understand the communications challenges of this technology. Specifically aimed at those working in non-technical roles in the food and drink sector, and with a foreword written Dr Mark Morrison, CEO, Institute of Nanotechnology, the document is available via email free of charge from victoria.cross@collegehill.com

Nanotechnology expert and co-author of the document, Dr Denis Koltsov, Director, BREC Solutions said: “Nanotechnology is a very broad term which unites objects according to size rather than functionality, origin or application so whether it’s being used to drive household electronic devices, in hospital monitoring and treating patients or in the food and drink and packaging industries – it all comes under the same heading. It has the potential to be very confusing to those who don’t understand what it means –  consumers and industry professionals alike – which is why we have written this basic ‘Introduction to…’ guide.

“Nanotechnology is everywhere but the College Hill research confirms there is a major consumer uncertainty surrounding the science. This needs to be addressed through exemplary, proactive, two-way dialogue, by the nanotechnology community with all of its stakeholders, from government to the general public.” Koltsov adds.

*Angewandte Chemie. Published online ahead of print, doi: 10.1002/anie.201002343,
"Metal–Organic Frameworks from Edible Natural Products". Authors: R.A. Smaldone, R.S. Forgan, H. Furukawa, J.J. Gassensmith, A.M.Z. Slawin, O.M. Yaghi, J.F. Stoddart.